We’ve discussed what makes a successful SEO audit. We’ve delved into the ins and outs of a successful SEO-friendly website migration. Now, we’re taking a look at SEO for eCommerce businesses. What is eCommerce SEO, and how can you go about it in the most efficient way possible?
eCommerce is essentially the buying and selling of products or services online. SEO – which stands for Search Engine Optimization – is the process of optimizing a website to improve organic search performance. Put them together, and you have eCommerce SEO, the process of optimizing an online storefront in order to improve organic rankings (and, more indirectly, sales).
eCommerce SEO is important for a number of reasons. As we just mentioned, it can influence sales, but it can also be less expensive than running paid ads if you’re on a budget. For smaller eCommerce businesses especially, SEO might be the main way that consumers are finding their products.
eCommerce SEO also builds credibility, which is especially important if your store is competing with a myriad of other online shops. Appearing higher in search rankings is, in a way, a testament to your trustworthiness, and that can make all the difference in whether a customer buys from you.
Now that we’ve (hopefully) convinced you of the value of eCommerce SEO, let’s discuss a few crucial tips that will minimize headaches and maximize performance.
1. Keyword Research is Essential
Don’t get it twisted; keyword research is not just for paid ads. In fact, it is an absolutely essential step in optimizing your site. If you want customers to find your site - much less purchase from your site – you have to target keywords that your target customers are looking for. This means finding high volume search terms that are easy to rank for and are likely to result in conversions.
There are a few ways you can find these search terms. Relevance Advisors uses special tools like Ahrefs to find promising keywords, but you can also analyze competitors’ sites to determine what you should be striving towards.
2. Content Marketing Can Make All the Difference
Creating unique, engagement content for your site is a must if you want to reach more people who may be interested in your store’s products or services. It provides value to customers and helps you better establish your brand as a leading voice in your industry. Content marketing also allows websites to bring in targeted traffic from people who may be interested in the things you sell, even if they’re not searching for those things directly.
For example, if you sell apparel, you might write articles about your industry, or pages explaining the different types of apparel you offer. Someone who’s looking for outfit inspiration may come across one of your articles, and if they like what they find, they might search through some of the pieces on your website and make a purchase!
3. Good Site Architecture is a Must
If your site is difficult to navigate, there’s a good chance that frustrated customers aren’t going to stick around. At a minimum, make sure that your homepage links to all major category pages (but if you really want to optimize your site, make sure people are able to reach their account, their shopping cart, and all the major categories from every page - product pages included). You never want to make a customer’s journey more difficult than it has to be.
As a general rule, no page should take more than three clicks to reach from any other page on your site. If you see this is the case, work on creating more internal links, or scrapping pages that don’t add a lot of value.
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Relevance Advisors is here to help your eCommerce business thrive. Interested in learning more about our SEO services? Contact us today, and sign up for our newsletter to receive marketing tips and information on industry trends.
